Description:
The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.

Prerequisites:Full-Time: (DECS-434-0 OR DECS-431-0 OR DECS-437-0 OR DECS-439-0 OR DECS-440-0 OR DECS-445-0 OR DECSM-431-0) AND (MKTG-430-0 OR MKTG-440-0 OR MKTGM-430-0) E&W: (DECS-434-0 OR DECS-431-0 OR DECS-437-0 OR DECS-440-0 OR DECS-445-0) AND (MKTG-430-0 OR MKTG-440-0)